Choose different PPC platforms that can complement your digital marketing mix. They all have different audiences, but can be integrated with your web analytics platform to create cohesion across all user touchpoints.
Insights you can gain from PPC tools:
- Which creative, copy, and landing pages perform best in cost-per-click and conversions?
- Which audience targeting groups react best to my advertising campaigns?
- What is my relevance and quality score for my campaigns to achieve cost optimization?
Many PPC tools have metrics included for in-app analysis, but even better if they connect with your main web analytics tools for more specific targeting.
1. Google Ads
Google Ads, formerly known as Google AdWords, allows you to publish and monitor your PPC advertising campaigns as Search, Display, Video, and App ads. Google distributes the ad based on geotargeting, search, intent, and behavior targeting. You can also filter ads with keywords, specific placements, and predefined topics Google offers.
What makes Google Ads stand out?
With Google Ads comes the integration with Google Analytics to understand the full user behavior from start-to-finish. You can also use the data reversibly to remarket Google Ad campaigns to your current user groups. Read here to learn more about the benefits.
Taboola is a native advertising platform, so advertisers can choose to display ads on top digital publishers. Publishers need to have high volume to qualify for the platform, so it is great for high visibility in ads. With the large incoming traffic comes with higher cost per click, possibly lower quality traffic percentage.
What makes Taboola stand out?
You can use Taboola to display ads on top publishers across the Internet for higher reach, which is great for brand awareness strategies. Ads are usually displayed as content recommendations to streamline the user experience to prevent any experience disruption.
3. Facebook Ads
Facebook Ads is a social advertising platform where you pay-per-impression for all campaigns. Facebook distributes the ad in different placements (news feed, on-the-right, messenger) based on audience targeting by page following, locations, demographics, and more. Facebook also partners with third-party platforms within their Audience Network if you choose to advertise to an even larger population. Facebook Ads is not only Facebook, but also Instagram placements as well to reach a wider audience.
What makes Facebook Ads stand out?
Facebook Ads allows you to create lookalike audiences from saved audiences, which Facebook uses actual user information and behavior from their robust database. Since there are billions of users on Facebook providing personal information, Facebook can reach more audiences to your targeting preferences – and extrapolate that to similar audiences. Conversion tracking is also very powerful as you can customize how you identify success events and more, all the way through to your own platforms.
AdEspresso is an all-in-one PPC platform where you can publish campaigns for Facebook, Google, and Instagram together. It consolidates all Facebook and Google capabilities to make campaign setup simple and organized. AdEspresso also provides a database of past ads along with its performance metrics to give you inspiration for your own ads.
What makes AdEspresso stand out?
You can set up A/B split testing up to 50 different variables in just one step, while tracking with Google Analytics and Facebook Pixel. Afterwards, AdEspresso offers much more organized analytics, so you can manipulate data freely with all the split test variables you set up. For those heavily dependent on remarketing to current customer lists, you can also connect your CRM as well into AdEspresso.